# Imen Zitouni

> Imen Zitouni is the Montreal-based senior vice president and chief marketing officer of Intact Financial Corporation. After beginning in digital marketing and moving into online insurance, she founded and scaled Intact Lab, helped make digital self-service central to the insurer's customer experience, and moved into a marketing role spanning Canadian brands and Intact's international identity.

- **Role:** Senior Vice President and Chief Marketing Officer at Intact Financial Corporation
- **Organizations:** Intact Financial Corporation, Intact Insurance, Intact Lab, belairdirect, AXA Canada, TD Insurance, Cossette Interactive, ADM Aéroports de Montréal, 123.ie
- **Education:** Bachelor of Business Administration, marketing, HEC Montréal, International Baccalaureate, Collège Jean-de-Brébeuf
- **Known for:** Founded Intact Lab, which grew from a small pilot team into a large digital, design, data and technology organization., Led work behind Intact and belairdirect digital quotation and self-service tools., Received the 2018 OCTAS Coup de coeur TI award for a mobile application.

## Career timeline

- **1999** — Graduated from HEC Montréal in marketing and began her career as a digital marketing adviser at Cossette Interactive.
- **2002** — Moved into insurance at TD Insurance, working in e-insurance and e-commerce.
- **2008** — Joined AXA Canada as vice president of e-commerce, overseeing online quotation and sales tools.
- **2011** — Joined Intact Financial Corporation to lead belairdirect's digital strategy and later served as vice president of web business and e-commerce.
- **2015** — Founded Intact Lab and became vice president of digital innovation and R&D.
- **2019** — Named Deputy Senior Vice President and Chief Digital Officer.
- **2021** — Named Senior Vice President and Chief Digital Officer for Intact Lab.
- **2022** — Appointed to the ADM Aéroports de Montréal board and its Audit and Risk Management Committee.
- **2024** — Became Senior Vice President and Chief Marketing Officer, leading Canadian marketing strategy and execution and Intact's international brand.

## Achievements

- Founded Intact Lab, which grew from a small pilot team into a large digital, design, data and technology organization.
- Led work behind Intact and belairdirect digital quotation and self-service tools.
- Received the 2018 OCTAS Coup de coeur TI award for a mobile application.
- Named Marketing Personality of the Year in 2016 by Quebec's Association du marketing relationnel.
- Named one of Canada's Best Executives by The Globe and Mail's Report on Business in 2023.
- Appointed to the ADM Aéroports de Montréal board in 2022.
- Helped lead the expansion of the Intact brand into Ireland, the UK and Europe.

## Latest updates

- **2026-08** — Announced the Intact Olympian Impact program, a $1 million, three-year commitment to Olympian-led community sport projects across Canada.
- **2026-04** — Announced the renewal of Intact's partnership with Speed Skating Canada through the 2029-30 season.
- **2026-02** — Commented on Intact's support for Team Canada following the Milano Cortina Winter Games.
- **2026-01** — Spoke publicly about seeking transformative AI ideas in marketing rather than only incremental productivity gains.
- **2025-11** — Discussed building brands across markets, Intact Lab's origin and the relationship between technology and storytelling on the That's What I Call Marketing podcast.

## Links

- Website: https://www.intactfc.com
- LinkedIn: https://www.linkedin.com/in/imenzitouni
- Twitter/X: https://twitter.com/intactinsurance
- Facebook: https://facebook.com/intact

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Profile page: https://yespress.io/imen-zitouni
Published by YesPress — https://yespress.io
Last updated: 2026-08-23